Campaign details
Brand: MILOBrand owner: NestléEntrant company: Nestlé Philippines, MakatiIdea creation: Ogilvy Philippines, Makati CityMedia: Openmind, Taguig CityMarket: PhilippinesSector: Milk & dairy drinksMedia channels: Livestreaming, Merchandise & free gifts, Online videoBudget: Up to 500k
Executive summary
Brand responses to Covid-19 tended to fall into one of three main categories: emotional statements of compassion and care; high-visibility corporate donations; and digital-everything, to keep connections (and transactions) going.
MILO consumers in the Philippines, skewed to low-income households and subjected to strict lockdowns, needed support that...